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Hartford wheelers

This comprehensive report evaluates Hartford Wheelers' performance and marketing strategies in 2013, highlighting key figures such as sales ($8,613,601, +12%) and net profit ($1,116,895, -23%). The analysis covers pricing strategies, emphasizing the balance between price sensitivity and sales growth, distribution channels prioritizing specialty over discount stores, and promotional spending, notably on PR and advertising. The conclusion reflects lessons learned and recommendations for the future to enhance profitability while maintaining brand visibility.

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Hartford wheelers

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Presentation Transcript

  1. Nick Pagan Brendan Graham Ryan Maloney Jean-Claude Sullivan Hartford wheelers

  2. Table of Contents • Firm Overview • Marketing Analysis – Price • Marketing Analysis – Place • Marketing Analysis – Promotion • Conclusion • Questions and Answers

  3. Firm Overview • Sales: $8,613,601 (+12%) • Units Sold: 22,540 (+18%) • Total Costs: $7,018,036 (+12.8%) • Net Profit: $1,116,895 (-23%) • SHV: $11.71 (-0.4%) • Earnings per share: $1.12 (-23%)

  4. Marketing Analysis - Price Mountain Bikes: • 2011 to 2012: Increased Price • 2012 to 2013: Lowered Price to increase sales • Price: Medium Sensitivity

  5. Marketing Analysis - Place • Supplied the majority of our bikes to sports stores – 600 bikes • Large margins in discount stores to encourage sales of our product

  6. Marketing Analysis - Promotion • Most money spent on PR in industry - $ 600 000 • Second most money spent on total advertising in industry - $ 1,130,000 • Greatest influence on magazines

  7. Conclusion • What we learned in 2013 • Put less bikes in discount stores, more in specialty stores • Maintain current expenditure in advertising • Price was slightly too expensive

  8. Thanks for listening! QUESTIONS & ANSWERS

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